I got a real kick out of the article at One Degree this morning about cutting the fat in marketing copy. Author Lynda Partner makes the distinction between just writing (what she calls the “blah blah blah”), and writing marketing content with value.

The theory, one I stand behind wholeheartedly, is that Less is More. Now, that doesn’t mean less work, or less effort. In fact, sometimes creating “less” actually requires more work.

Here are the 10 tips One Degree put together to help you make this transition to writing less, with more content.

1. Start with what your company does and describe your company’s focus in no more than 3 words.
2. Before you start writing your next piece, write a summary using less than 100 words.
3. After you’ve done your summary, go back and highlight the one thing that you want your reader to remember after reading your piece.
4. If your document is going to be more than 500 words, write an outline before you start to keep your thoughts organized.
5. Use simple words. If you make software, say you make software.
6. Once you’ve written your piece, cut at least 1/3 of the words out.
7. For every statement you write, answer the question “what does this mean for my reader"?
8. Find a way to add words that complete this sentence “what this means to you is.....” after every statement you make.
9. Let your words sit before you finalize them. It’s amazing how much easier it is to edit your work after you’ve stepped away from it for a day or two.
10. Go back and chop some more

For a detailed run-down of each of the points as well as some chuckle-worthy expansion on the wrong way to do things, check out the original article at One Degree.